Watch Vijay Mahajan talk about Rise of Rural Consumers in Developing Countries: Harvesting 3 Billion Aspirations
This is the first comprehensive book highlighting the expanding consumer power of rural markets in developing countries. It takes a close look at one of the key stories in emerging markets: the untapped potential of the world's 3.4 billion rural consumers -- 90 percent of whom live in Asia and Africa. The sheer number of rural consumers can provide a massive customer base for innovative companies that figure out how to reach them. The book provides a profile of the rural developing world and examines the forces that are increasing rural prosperity, including billions of dollars in remittances from migrant workers. It includes several examples of innovations and best practices that are allowing companies to tap into this opportunity.
Vijay Mahajan holds the John P. Harbin Centennial Chair in Business at the McCombs School of Business, University of Texas at Austin. He has received numerous lifetime achievement awards including the American Marketing Association (AMA) Charles Coolidge Parlin Award for visionary leadership in scientific marketing. The AMA also instituted the Vijay Mahajan Award in 2000 for career contributions to marketing strategy. In 2006, he received the Distinguished Alumnus Award from the Indian Institute of Technology (Kanpur) for his contributions to management research. He served as the dean of the Indian School of Business in Hyderabad from 2002 to 2004. Mahajan is the author of twelve books including Africa Rising, The 86% Solution, and The Arab World Unbound.
Foreword by A. Didar Singh and Nirankar Saxena Preface: A Rural Odyssey Acknowledgements RECOGNIZING THE RURAL OPPORTUNITY The Rural Consumer Opportunity Planting the Seeds of Prosperity in the Rural World The Influence of Religion in the Emerging Rural World GROWING AND REAPING RURAL OPPORTUNITY Growing Consumers in Emerging Rural Markets Plowing New Routes to Rural Markets Seeding Innovation and Prosperity Through Technology Harnessing Innovation to Solve Social Problems THE RURAL CHALLENGES The End of the Last Mile Index